The WTFs & Wins of Month One at Sleep or Die
đ„ What actually happens after you launch a rebellious sleep brand, and what weâve learned since
The sun is out. Iâm sipping my coffee and reflecting on the last few weeks, feeling inspired. Weâre ramping into another packed week at Sleep or Die, but Iâm taking a moment to feel proud of where weâre at.
Because the truth is, itâs been just over a month since launch, and weâve packed in a yearâs worth of lessons already.
So hereâs what actually happened: the wins, the WTF moments, and the behind-the-scenes slip ups youâd never guess from the outside.
â WTF: The Name That Wouldnât Budge
We verified our Instagram account while transitioning it from my last venture to Sleep or Die. Turns out, once youâre verified, the name field is locked for 30 days. We discovered this the same day we planned to reveal the rebrand.
Cue panic.
But the extra time gave us a chance to tighten the story, drum up anticipation, and show up even stronger. I definitely overstressed and had a âend of the worldâ moment about it. A good lesson on what is worth stressing about because I do not think anyone even noticed. Classic.
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Win: Profitable in Two Hours
Two hours after launching, we crossed the profitability line.
Coming from an apparel background, this kind of quick validation felt huge. A lot of our early community converted right away, and many of them have already reordered. That early risk they took on us? It means everything.
â WTF: A Creative Pull, Right Before Launch
We had a last-minute content swap. It was totally fair, and we respected it. But it meant re-shooting assets under a serious time crunch.
It turned into a lesson in flexibility. And a reminder to always over-prepare, even when things seem solid.
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Win: Two Photoshoots That Captured the Brand
We ran two shoots, one out in Vancouver and one in studio. We featured four women already in our orbit, and connecting with them on set was honestly a highlight.
Theyâve since become customers and champions of the brand. Thatâs what I love most, every shoot, every conversation, is a chance to go deeper.
IMO, this imagery is the perfect badass approach.
â WTF: The Wrinkled Packaging Problem
Sleep tape bags were arriving to customers crinkled. I know it sounds small, but I care about the details. So I bought a pressurized air gun off Amazon and started filling every pack by hand.
I wish I was kidding. Never imagined hitting âadd to cartâ on this guy.
Not glamorous, but it worked, for now. And itâs another reminder that sometimes the solution isnât fancy, itâs just doing the thing.
â
Win: Customer Interviews That Hit Deep
As I mentioned in previous weeks, I started calling customers who placed orders during launch. The feedback? Emotional, real, and exactly what I needed to hear. As I have conducted more, I am keeping key snippets of feedback;
â€ïž âIâve never seen a sleep brand talk about my experience before.â
đ§ âI finally found sleep tape that stays on WITH my skincare routine.â
đŽ âMy boyfriend steals one every night. We each need a subscription.â
Weâre not just selling tape. Weâre starting real conversations around sleep, and thatâs what matters most.
â WTF: Cold Calls, Calendars, and Chaos
Cold calls never get comfier. My palms are always sweating.
Iâve been calling studios, sending DMs, and pitching Sleep or Die to places I know our Gen-Z customer already is. Think Pilates spots, wellness spas, cold-plunge studios, and low-lit meditation spaces.
The goal? Community events that meet her where sheâs at. So far, weâve locked in three major partners, including one in New York City this April. More soon.
Content teaser from this upcoming week đ
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Win: Growth Thatâs 100% Organic
Aside from a small push behind our YouTube launch video, weâve kept all our growth organic. Substack, DMs, referrals, private Instagram convos, itâs been real and grassroots from the start.
And thatâs by design. Weâre not shouting into the void. Weâre building with our people.
Your Turn: Where Should We Show Up Next?
đDrop a comment with the most unexpected place you think we should show up next.
A pop-up at your fave pilates studio? A retreat in the woods? A surprise in your Uber ride?
Weâre listening, and if itâs weirdly perfect, you just might see it happen.
Let us know below â€ïžâđ„
See u next week,
Lo
đŽ Following along and feeling the startup chaos with me?
Startup life is real. If you want to show your support in a small (but mighty) way, you can now buy me a $5 coffee.
Because sleep is life, but caffeine gets us through the launch. đâïž










love this format! I might have to steal the format for my update too
Hi Lauren, I have just binged your Substack & TikTok and safe to say I am obsessed with the brand you are creating. As someone who struggled with Insomnia for years, this is the product I wish I had had on all those lonely nights. I work in marketing and I am based in Bristol UK (close to London). If you EVER want to set up an event in the UK, I would love to work with you. I think this is going to be huge and it would be an honour to be a part of it (in any way!) xxx